When design accompanies art: Karmina and the Museu d'Art de Girona

He Girona Art Museum is a cultural reference point in the city, dedicated to preserving and disseminating art in its multiple manifestations. Since 2025, the museum has enjoyed the collaboration of Karmina, The project was designed to strengthen their graphic communication through the design of pieces adapted to their needs and respecting their visual identity, while exploring new creative solutions for each type of medium.

A collaboration that began in 2025

The starting point was the open call by the museum in 2025, in which Karmina was selected for its design and communication proposal. From that moment on, a stable relationship was consolidated that continues to this day. The award marked the beginning of a new stage in the museum's visual communication, establishing a working framework in which each commission was approached as an independent project, with clear objectives and specific timetables, but always under an umbrella of visual and strategic coherence.

Building a coherent visual system

Our approach is not limited to designing individual parts: each element is part of a whole. global visual system, aligned with the museum's brandbook. This allows us to reinforce the museum's identity without falling into rigid formulas, while at the same time adapting to new cultural contexts and different audiences. Over the years, we have developed printed and digital diaries, bookmarks, artwork sheets and posters, the 2026 calendar, outdoor signage, urban billboards, activity programmes and Christmas cards, among other materials.

Each piece is conceived as an element within an coherent visual framework, The project has been designed to guarantee continuity, efficiency and flexibility to adapt to temporary exhibitions, institutional campaigns or editorial needs. Strategic and constant collaboration has allowed us to create a working model that combines institutional rigour with creative sensitivity, which is crucial in the cultural sector.

Art direction and strategic creativity

Since Karmina, the project has involved a cross-cutting work which integrates creativity, planning and production. On a conceptual level, we have worked on art direction, definition of visual hierarchies, typographic adaptation and development of a modular graphic system capable of coexisting with different formats and supports. As we share internally, one of the great lessons learned has been: “to understand the museum as a living organism, with its own rhythms and changing needs, which requires precise, respectful and sustainable graphic solutions over time”.

Beyond aesthetics, cultural design is positioning, narrative and experience.. Each graphic decision is made with the aim of conveying the museum's values, connecting with its audiences and reinforcing its identity in a coherent and consistent way.

A long-term relationship

The real value of the project lies in building a strong and lasting relationship. The continued renewal of the partnership, the confidence in new commissions and the positive feedback from the museum team confirm the effectiveness of a model based on constant dialogue, active listening and shared strategic vision. In a sector where brand consistency has a direct impact on the visitor experience, working with a specialised agency makes all the difference.

The team behind the project

Behind this work is a Karmina's multidisciplinary team, The design team, involved in all phases: from the conceptualisation of the proposal to the creation of the final artwork. Design, illustration, art direction and strategic planning are coordinated to ensure that each piece is functional, aesthetically pleasing and consistent with the museum's institutional values. Team - Karmina | Marketing Agency

This project demonstrates how creativity and strategy can go hand in hand with art, generating solid and sustainable visual communication over time. Our ultimate goal is to create graphic systems that work today and make sense tomorrow, where culture and strategy meet to show the full potential of design.

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Karmina Team

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